Eight years ago, Samsung became the pioneer in the Indian
mobile phone industry with the "Galaxy S3" rolled out of its Noida
facility. Today, with the Indian smartphone market witnessing modest
growth of 8% (year-on-year) in 2019, the South Korean giant reported rising
shipments among the top five brands.
The last 8 years or so have seen Chinese invasion like never
before, launching devices with top notch features while taking the average
selling point (ASP) further down. The Chinese smartphone brands captured 72 per
cent of the Indian market in 2019 compared to the 60 per cent in 2018.
From the very beginning, a premium player, Samsung faced the
heat as smartphones became more affordable with each passing year, and players
like Xiaomi and vivo captured the affordable mid-premium segments, forcing the
company to launch online exclusive ' M ' series in the budget segment and
revamping the mid-segment ' A ' series, which has so far been a success.
The company understands that it is best known for the RS
30,000 and above segment, starting in 2020 with the launch of the 'Lite' device
with its successful premium brands and taking positive steps in the 5g and
folding space. With the launch of new flagship models and foldable
smartphones, Samsung expects mobile sales to increase on improved product mix.
The business now appears to be back on its luxury path in India, with the
introduction of 'Lite' version of S10 and note 10 Lite in the range where
OnePlus currently rules.
Samsung aims to improve profits by increasing luxury
smartphone sales and improving their mid to low end portfolio profitability.
Tweaking its portfolio would be godsend for Samsung to
revive its growth path. In India, Samsung needs to go aggressive in the RS
15000 - RS 35000 segment.
No comments:
Post a Comment
Note: Only a member of this blog may post a comment.